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PR in 2023: How to Get Covered by Your Favorite Newsletter and Podcast

Summary

Learn the essential steps to secure coverage in popular newsletters and podcasts, increasing your visibility, credibility, and growth opportunities in the tech industry.

Gone are the days of chasing coverage by big news outlets. Now that anyone can publish their newsletters and podcasts, there's a new opportunity to land hyper-specific media coverage that gets in front of your target audience.

Getting featured in popular newsletters or podcasts can be a game-changer for your personal brand or business. Exposure through these channels can lead to increased visibility, credibility, and growth opportunities.

However, landing such coverage requires a strategic approach and effective communication. This guide will walk you through the essential steps to secure coverage from influential newsletters and podcasts.

Step 1: Identify the Right Newsletters and Podcasts

Begin by identifying the most relevant and influential newsletters and podcasts in your industry. Consider the following factors when creating your list:

Relevance: Focus on newsletters and podcasts that cover topics closely related to your area of expertise or business.
Audience: Target writers and podcast hosts that cater to your desired audience to maximize the impact of your coverage.
Influence: Prioritize newsletters and podcasts with a large and engaged subscriber base or those that have a strong reputation in your industry.

Step 2: Research the Content and Format

Once you've identified your target publications and podcasts, research their content and format to tailor your pitch effectively. Understand the topics they cover, the tone and style they use, and their preferred format (e.g., interviews, guest posts, or panel discussions).

Additionally, familiarize yourself with the host or editor's preferences, background, and previous work to establish a personal connection and demonstrate your knowledge of their content.

Step 3: Develop a Compelling Pitch

Craft a compelling pitch that showcases the value you can bring to the newsletter or podcast. Focus on the following elements:

Unique angle: Offer a fresh perspective, exclusive information, or a compelling story that aligns with newsletter or podcast content.
Expertise: Highlight your credentials, experience, and accomplishments to establish credibility and showcase your authority on the subject matter.
Relevance: Demonstrate how your pitch relates to current industry trends and news.

When crafting your pitch, keep it concise, engaging, and tailored to the specific newsletter or podcast.

Step 4: Reach Out with a Personalized Email

Contact the host or editor with a personalized email that demonstrates your familiarity with their content and outlines your pitch. Use the following guidelines to maximize the effectiveness of your email:

Subject line: Use a compelling subject line that piques their interest and reflects the essence of your pitch. The goal of the subject line is just to get them to open the email. Don't try and sell everything in the subject.
Introduction: Begin your email with a personalized introduction that references their previous work or a shared connection.
Pitch: Present your pitch clearly and concisely, emphasizing the value and relevance it brings to their audience.
Call to action: Conclude your email with a clear call to action, such as requesting a response or proposing a follow-up call.

Check out a few more tips from Shaan Puri to help you write emails that get replies.

Step 5: Follow Up and Nurture Relationships

If you don't receive a response to your initial email, follow up politely after a week or two. Keep your follow-up email brief and reiterate your interest in contributing to their newsletter or podcast.

In addition to following up, focus on nurturing relationships with hosts and editors by engaging with their content, sharing it on social media, and offering support or resources when relevant. Building genuine connections can increase your chances of securing coverage in the future.

Tim Ferriss Show and Startup Founders

The Tim Ferriss Show, a popular podcast known for featuring high-profile entrepreneurs, provides valuable lessons for securing coverage in influential media outlets. Founders who have appeared on the show, such as Brian Chesky (Airbnb) and Tobias Lütke (Shopify), have leveraged their unique stories, expertise, and insights to captivate listeners and build credibility.

By offering valuable insights and presenting a compelling narrative, you can increase your chances of landing coverage in sought-after newsletters and podcasts like The Tim Ferriss Show.

Additional Strategies: Maximizing Your Media Exposure

To further increase your chances of getting featured in popular newsletters and podcasts, consider the following supplementary strategies:

Offer Exclusive Content or Deals

Increase the appeal of your pitch by offering exclusive content or deals that cater to the audience. This could include behind-the-scenes stories, early access to new products or services, or special discounts for their subscribers. By providing added value, you can entice hosts and editors to feature your content.

Leverage Your Network

Tap into your professional network to identify potential connections with hosts, editors, or previous guests in your target media outlets. A warm introduction or referral can significantly increase your chances of landing coverage, as it adds credibility and trust to your pitch.

Be Responsive and Accommodating

Once you've made contact with a host or editor, ensure you're responsive and accommodating throughout the collaboration process. Provide any requested information or materials promptly, and be open to feedback and suggestions. By demonstrating professionalism and reliability, you can foster positive relationships and improve the likelihood of future coverage.

Showcase Your Previous Media Appearances

If you've been featured in other media outlets, include links or references to these appearances in your pitch. This can help establish your credibility as an expert and increase the likelihood of securing coverage in your target newsletters or podcasts.

Prepare for Interviews and Guest Contributions

Once you've secured coverage in a newsletter or podcast, thoroughly prepare for the opportunity. For interviews, anticipate potential questions, develop concise and engaging responses, and rehearse your talking points. For guest contributions, ensure your content is well-researched, engaging, and tailored to the outlet's audience. By delivering high-quality content, you can maximize the impact of your media coverage and potentially open doors for future opportunities.

Case Study: The Success of the "How I Built This" Podcast

The "How I Built This" podcast, hosted by Guy Raz, offers valuable insights into the strategies that have helped entrepreneurs secure coverage in top media outlets. The podcast features interviews with founders and CEOs, who share the stories behind their businesses' successes. These compelling narratives often garner attention and coverage in popular newsletters and podcasts, as they provide valuable lessons and inspiration for the target audience.

By analyzing the success of the "How I Built This" podcast, you can identify the storytelling techniques, expert insights, and unique angles that resonate with your target audience and increase your chances of securing coverage in influential newsletters and podcasts.

Unlocking the Power of Media Coverage

Securing coverage in popular newsletters and podcasts can provide a significant boost to your personal brand or business. By following the steps outlined in this guide, you can increase your chances of landing such coverage and unlock the potential benefits of increased visibility, credibility, and growth opportunities. Focus on identifying the right media outlets, crafting a compelling pitch, nurturing relationships, and delivering high-quality content to maximize the impact of your media exposure.